Keys to SEO Success for Your US Hispanic Websites

www.HispanicMarketAdvisors.com
Hispanicize 2012: Keys to SEO Success
for Your U.S. Hispanic Websites
Friday, April 13, 2012

3:30-4:30am (EST) / JW Marriott Marquis Miami

Sebastian Aroca, Managing Partner
sebastian@hispanicmarketadvisors.com
www.linkedin.com/in/sebastianaroca
@hispanicmarkets

If questions arise after this presentation, please feel free to email them to
me.

Keys to SEO Success for Your U.S. Hispanic Websites 1

Hispanicize 2012: Keys to SEO Success
for Your U.S. Hispanic Websites
What will we cover during this presentation?

 Hispanic SEO plan in your overall SEO strategy
 Differences between English and Spanish SEO when targeting US
Hispanics
 Importance of keyword research/analysis and site architecture
 Spanish SEO: Domain per language, subdomains or language
folders?
 Best practices for optimizing your site content for Hispanic SEO
 Ways to improve your search engine placement and boost
keyword ranking in SERP
 Working with cross-functional teams (public relations, social
media teams, etc)
 How to accurately measure ROI for your bilingual websites


Who is Hispanic Market Advisors?
Hispanic Market Advisors ® is a boutique online agency
that helps companies of all sizes to improve their
online presence through Hispanic search engine
optimization (SEO) and search engine marketing (SEM)
techniques to reap the growth of the Latin American
and US Hispanic market.

Hispanic Market Advisors ® also offers premium English
to Spanish and English to Portuguese translation
services.


Hispanic, Latino, or Spanish origin?


The “big” picture – what piece of the
“pie” is the Hispanic market?
Population - the fastest and largest growing segment of the U.S.
population: accounted for 15.3 percent of the U.S. population
Purchasing power: amounted to $951 billion in 2008, 8.9 percent of the
total. Selig Center for Economic Growth projects that purchasing
power for Hispanics will continue to grow throughout 2012-2013
Latinos largest markets: Texas, California, Florida, New York, New Jersey,
New Mexico, Nevada, Illinois, South Carolina, North Carolina,
Georgia, Washington, Arizona
Segmentation – who to target? acculturation, language usage and
preference, nativity, and country of origin


Hispanics Account for More than Half of
Nation's Growth in Past Decade


Hispanic buying power is expected to grow 50
percent in the next five years, from $1 trillion in
2010 to $1.5 trillion in 2015


Latino Populations in Select U.S.
Metropolitan Areas


What language do US Hispanics use or prefer?


US Hispanic search volume growth
Reviews Coupons

+279% +934%
Social All Search

+154%
+2,191% Weight Loss
+11,610%
11

Where is Google heading in the future?


Ways to improve your search engine
placement and boost SERP:
 Having a Spanish-language version of your site
(translated, localized, and SEO optimized)
 Establishing strategic alliances with Hispanic associations and
Chambers of Commerce and add inbound links with keyword-rich
anchor texts
 Building content syndication partnerships
 Focusing on Hispanic IPs
 Conducting organic Hispanic SEO (on-page and off-page SEO) –
partnering with a specialized agency
 Engaging Hispanic customers through Hispanic local media and brand
Facebook pages
 Using Hispanic celebrities or well-known reputable bloggers as brand
Ambassadors
 Distributing SEO-friendly press releases regularly with hyperlinks to
the site


Executing a cost-effective Hispanic SEO
campaign: SEO ranking factors


Importance of keyword research/analysis and
site architecture:
 Use Google’s Keyword Suggestion tool to discover keywords
with high customer demand (Global and Local Searches)
 Use Google Trend Data to learn new keyword trends
 Use Google Insight to compare search volume patterns across
specific regions, categories, time frames and properties.
 Use Social Mention for real-time social media search and
analysis
 Perform a competitive analysis to learn what keywords other
companies in your industry are targeting (competitive
intelligence)


Google Keyword Tool


Best practices for optimizing your site content
for Hispanic SEO:
 Know your product, know your audience
 Include targeted keywords from your keyword list in your
META tags, titles, body copy, etc (keyword density)
 Use targeted keywords as anchor texts in your off-page
optimization efforts
 Language accessibility + Cultural relevancy
 Use a combination of English and Spanish content – if you
want to cover the entire spectrum of Hispanic consumers
 Use cultural relevant content when speaking to Hispanic
consumers – pay attention to translation, images, key
messages, etc


How to work effectively with cross-functional
teams:

 Find the nexus between SEO, social media and PR – and conduct
regular meetings to align goals and objectives
 Create a roadmap that identifies the audience you’re after, the
goals you’re trying to reach (and can measure) as well as a
strategy that sets the stage for the tactics you’ll use to execute
your game plan.
 Social interactions and media sharing can improve a brand’s
visibility within search results through profiles, videos, blog
posts, or other media.
 Popular social content gets exposure, traffic and can result in a
substantial number of relevant inbound links.


Social is Key to SEO in 2011


How to make social media and public
relations work for SEO and vice versa


How to measure effectively the ROI for
your bilingual websites?
 Check Google Analytics
(traffic, pageviews, keywords, etc) – and create
Goals
 Add conversion codes into your “thank you”
pages – funnel optimization
 Check reports from your Toll-Free numbers
 Use partner IDs or stream queries to measure
traffic that moves across language versions
 Use coupons or promo codes to link conversions
to specific efforts

Check your Map Overlay Analytics


Check your Language Analytics


SEO tips for bloggers:
http://hmas.in/seo-for-blogs

Spanish SEO: Domain per language, subdomains or language
folders:
http://hmas.in/creating-spanish-urls

White Paper: SEO Success in Spanish:
http://spanishseoadvisors.com/white-papers/seo-success-in-the-
spanish-language.pdf

Keys to SEO Success for Your U.S. Hispanic Websites

Keys to SEO Success for Your US Hispanic Websites

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Keys to SEO Success for Your US Hispanic Websites

Semelhante a Keys to SEO Success for Your US Hispanic Websites (20)

Último

Último (20)

Keys to SEO Success for Your US Hispanic Websites